Spencer C. Higgs
Creative Copywriting & Marketing Strategy
Coinbase
Content Strategy
& Copywriting
The largest cryptocurrency exchange in America—and the most trusted in the world—has to create, test, and optimize a lot of content to maintain its edge in the decade's most exciting and ever-changing industry.
I joined Coinbase’s performance marketing department (a subset of growth marketing) to support retail and institutional teams with content strategy, copywriting, and creative concepts for paid ad campaigns.
Collaborating with in-house designers, agency partners, legal teams, and campaign and project managers, I led a 10x increase in creative throughput, among other KPIs. This allowed us to hone our most effective messaging to increase brand and product awareness, and drive conversions.
Highlights:
10x increase in creative throughput
Pinpointed highest ROI messaging & visuals
Super Bowl ad campaign support
Establish on-going SEM copy tests
Role /
Performance Content Strategist (employee)
Responsibilities /
Ad content strategy
Content creation & visual direction
Direct response copywriting
Content calendar management
Cross-department collaboration
Design direction
Channels /
Google Search
YouTube
UAC
Email/CMS
Meta (Facebook & Instagram)
Snapchat
Tiktok
Coinbase Earn Videos
Role
Content strategy
Creative direction
Overview
YouTube insights suggest live video drives increased performance. Always aiming to optimize, we created the Coinbase Earn Live Action campaign to test one of our top performing video scripts in a high-production-value, live-action format.
Coinbase Prime Institutional Promo
Role
Content strategy
Copywriting
Creative direction
Overview
Collaborating with product marketing managers and agency design teams, I helped develop this promo video positioning Coinbase Prime as the preeminent cryptocurrency brokerage for the America's top institutions.
Coinbase Prime
Institutional ETH Staking
Role
Content strategy
Copywriting
Creative direction
Overview
Collaborating with product marketing managers and agency design teams, I helped develop this promo video positioning Coinbase Prime as the best choice in brokerages for leading institutions looking to ad ETH staking to their financial strategy.
Coinbase Wallet
How-To Video
Role
Copywriting support
SEM copywriting
Overview
Providing scriptwriting support and performance content strategy for Coinbase Wallet's value proposition video, How To Trade Crypto On Even More Platforms.
Coinbase Wallet
GTM Video
Role
Copywriting support
SEM copywriting
Overview
Providing scriptwriting support and performance content strategy for Coinbase Wallet's GTM video.
Coinbase Earn Tonality A/B Test
Roles
Content strategy
Copywriting
Creative direction
Experiment
Tonality A/B test
Overview
This experiment aimed to measure audience preference for tone. The messaging highlights Coinbase's ease of use, delivered in a more humorous brand voice than the company's typical DR content.
Coinbase
User Acquisition Videos
Role
Content Strategy
Copywriting (script & SEM)
Creative direction
Experiment
Vignettes answering common "crypto newb" questions and concerns.
Overview
To overcome user skepticism and lack of awareness, we created series of vignettes to answer common questions and pacify apprehensions about cryptocurrency. The vignettes could be run as short bumper ads or strung together for pre rolls or full-length video ads.
You don't need be a household name like Coinbase to leverage the power or high-quality video to elevate your brand value and strengthen audience connection. But you can't skip the first two steps: vision and scriptwriting. Hire the right content strategist and production experts and you can have a video that adds exceptional value to both your brand and your bottom line.